Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Green your email marketing for Earth Day

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April 22nd is Earth Day. It’s a perennial story, with its roots firmly planted in 1970. An estimated 20 million people nationwide attended festivities that day. This year Earth Day’s goal is to generate a billion acts of green before the United Nations Conference on Sustainable Development, in June 2012.

You might wonder what this has to do with email marketing. Here is the connection: direct mail has big carbon footprint. According to http://www.41pounds.org/, 42% of timber harvested nationwide becomes pulpwood for paper. The pulp and paper industry is the single largest consumer of water used in industrial activities in developed countries, and it’s the third-largest industrial greenhouse gas emitter (after the chemical and steel industries).

No trees are cut down to send an email. No plastic cartridges are manufactured, used and tossed in a landfill before someone can read your enewsletter. No trucks burn fossil fuels to transport an email campaign. All it really takes to run a successful email marketing program is a bit of ingenuity and a computer. Yes, even your laptop has a carbon footprint but if you turn your computer off when you’re not using it, you lower your carbon emissions output.

If you decide to replace at least a part of your direct mail program with email marketing, make sure to share your act of green on the Earth Day site noted above.

Other things you can do that make your email marketing green:

Promote your good deed in your email campaigns. While it may not make a difference to everyone on your opt-in list, there are many consumers who prefer to develop relationships with businesses that participate in the green movement and will choose to buy your products or services because of it.

Remind your readers that instead of printing, they should consider forwarding your email or news or promotions to friends. Remind them that if their network of friends and family choose emails instead of direct mail, we will be that much closer to the billion acts of green. You may even want to pass along the Earth Day link for them to pledge an act as well.

Add a barcode to your email instead of relying on paper coupons. If your customer has a smart phone, it can be opened at the cash register and scanned. That means no one used paper born from a tree, printer ink or a printer to purchase something from your business.

On the subject of barcodes, QR codes are a hot trend in marketing right now, particularly for prospects and customers on mobile devices. A QR code is a square barcode that contains URLs, location coordinates, text or contact information. These can drive traffic to your online store without asking users to type in a URL. You can place your QR code on any webpage to link to your opt-in sign up form. Then, customers can read your emails on any device.

One last thought, email marketing isn’t just green for the environment. Reports on the web estimate that 1% to 3% of corporate revenues are spent on printing costs. While you are committing to your acts of green this year, you will also bring green to your bottom line.

Wendy is a Pragmatic Marketing Certified professional with 11 years of online marketing, business and product management experience.
Focused on managing the Campaigner marketing programs and product messaging, Wendy maintains a close watch on the frustrations of email marketers, industry trends, and market developments. With a great appreciation for customer concerns and a keen interest in delivering timely product initiatives and strategic value offerings, Wendy delivers unparalleled email marketing solutions that provide the necessary tools for customer success.